EVENT OVERVIEWTuesday, November 30 -

December 1, 2010Miami, Florida

MEF Americas 2010 Day 1 Closing Remarks

Andrew BudFounder & Chief Strategy Officer, mBloxChairman, MEF

MEF is 10 years old ...

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Key messages from today

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Mobile is more than just content –It can improve the quality of life

Context is King

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Creating ContextSmart Enablers• Consumers have a bigger appetite for consuming mobile content

than previously thought• This is driven by a good user experience and accessibility to

diverse and rich media content. • Operator enabling services give media/content owners the

ability to incorporate key functionalities in their mobile services dramatically improving the end user experience and thereby drive uptake and adoption

• There are issues of disconnection, fragmentation and inertia• MEF Smart Enablers Initiative - Working with mobile operators to

educate media and content owners / retailers on the potential application of smart enablers

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Privacy• Do I want you to know my context?

• Location/behaviour/history• Timely/ social/relevant

• We’ve heard there are opportunities to provide content in context

• Do we need to mitigate any risks? • Announcement tomorrow by MEF

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Cross Platform

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Everything is Complicated• In LATAM, nothing is easy• Lots of countries, two languages• Fragmented market• Difficult to work with operators• Government taxes• Incredible need for a unifying force along the value chain• MEF is that force

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What should operators do?• Results of the MEF Leadership summit poll today

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Helping Operators• Operators are part of the complexity• Revenue shares• Prepaid Data plans• APIs• Codes of conduct• Here today, great readiness to engage on a mutually

constructive basis – solutions from partnership• Example: The Unified Code of Conduct• MEF can help coordinate the solutions to many problems

confronting operators

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Everything is Changing• Data will be 50% of internet access in the US in 2013• LATAM is “light-years away” – but will change fast• Entertainment was 100% of transactions – now games are

40% and mobile commerce is coming• Apple challenged by Android – challenged by Ovi?• Form factors, mobile connected devices in cars, homes

everywhere• So MEF is changing and adapting• Entertainment and media remain our bastion• But our future lies in personal transactions and services

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Tomorrow is another day!• Drinks in the breakfast room• Dolby in the Blue room with blue drinks

• Registration and Networking Breakfast from 8am-9am tomorrow morning

• Theme for the day is Commerce

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